MNC GROUP'S TRANSGENERATIONAL ENTREPRENEURSHIP DYNAMICS: CROSS-SECTOR INNOVATION AND ADAPTATION STRATEGIES TO MAINTAIN FAMILY BUSINESS SUSTAINABILITY

Abstract

This study aims to analyze the dynamics of transgenerational entrepreneurship within the MNC Group, one of the largest media and business conglomerates in Indonesia, with a focus on cross-sector innovation and adaptation strategies to maintain family business sustainability. Using a qualitative approach using case study literacy methods, this study explores how family entrepreneurial values are transferred between generations and how this process plays a role in addressing digital disruption, business diversification, and the challenges of modern corporate governance. The results indicate that the MNC Group's success in maintaining its business relevance lies in its ability to combine inherited family values with an innovative orientation that adapts to changes in the external environment. The strategies implemented include strategic sector diversification, operational digitalization, and the formation of a collaboration-based business ecosystem. This study emphasizes the importance of balancing familialism and professionalism in corporate governance practices to support cross-generational business sustainability. These findings provide theoretical contributions to the study of family business and entrepreneurial succession, as well as practical implications for family businesses in Indonesia in the era of digital transformation and a sustainable economy.